The report shared today is: 2023 China Online Advertising Market Research - Vertical Industry Advertiser Placement Survey.
Selected Reports**: Industry Report Think Tank Summary: The Internet has become a basic facility, and it has fully intervened and reconstructed social life. Consumers' attention has gradually shifted to online, and the competition in brand marketing has also expanded from offline to online, and online has become a must for brand marketing.
According to the report, the size of China's online advertising market has exceeded the trillion mark in recent years, but the growth rate has narrowed. In the next few years, e-commerce advertising and short-term advertising will continue to maintain an upward trend and become the two markets with the highest share. The penetration of mobile advertising in the overall online advertising market is also increasing and will gradually peak in the next three years. The impetus for market development will come more from the attention of brand owners to online advertising and the innovation in various segments.
Increasing brand awareness is the primary goal of advertising. In mobile advertising, in-feed advertising is the most mainstream form, and short** and live broadcast platforms have become a must for ninety percent of enterprises to place online.
From the perspective of marketing strategy, the report found that campaign nodes have attracted more attention from advertisers, and the second half of the year has become the peak season for marketing. Content monetization has become the most mainstream mode of cooperation between brands and KOLs, and middle-waist influencers have gradually received attention. The popularity of live broadcast marketing has not decreased, and reaching broadcast and self-broadcasting have become two-wheel driven methods. In the field of content marketing, social content plays a prominent role, and brands are also exploring new opportunities brought by short dramas.
Digital marketing has also become an important trend for advertisers. According to the report, nine out of ten advertisers plan to increase their investment in marketing digitalization in the next year. Among them, data asset management and content and creative generation have become the two major areas that plan to increase investment next year. The combination of artificial intelligence and creative content production also presents industry differences.
According to the report, the growth rate of the online advertising market will tend to be stable, and e-commerce and short** are still the two pillars. The importance of performance advertising will be further enhanced, and the value of brand advertising will not be overlooked. In terms of media selection, brands will enter the era of global media delivery, and the competition between short** and live broadcast platforms will also intensify. Brand marketing is gradually shifting to content and socialization. Advertisers will continue to increase their digital investments to drive marketing efficiency.
Excerpts from the report are set out below.